SMILES VISUAL IDENTITY by 100% Design for Gol Linhas Aereas

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SMILES VISUAL IDENTITY

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Industry Airlines
Media Design & Branding
Market Brazil
Agency 100% Design
Director Renata Melman Pasmanik
Creative Director Patricia Oliveira, Lilian Chiofolo
Designer Vinicius Vieira
Released March 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: GOL AIRLINES
Product/Service: AIRLINE
Agency: 100% DESIGN
Date of First Appearance: Mar 5 2009 12:00AM
Entrant Company: 100% DESIGN, Sao Paulo, BRAZIL
Director: Renata Melman Pasmanik (100% Design)
Creative Director: Lilian Chiofolo (100% Design)
Creative Director: Patricia Oliveira (100% Design)
Designer: Vinicius Vieira (100% Design)
Account Manager: Andrea Barrichelo (100% Design)
Account Manager: Ulli Ferrari (100% Design)
Director of Marketing: Murilo Barbosa (Gol Airlines)
Marketing: Manuela Pereira (Gol Airlines)
Media placement: Logo - Brazil territory - since March 2009

Describe the challenges and key objectives
Make the logo more readable without losing its meaning, bring the brand closer to consumers in a friendly and natural way.

Describe the brief from the client
To redesign the logo for SMILES frequent flyer programme from the Brazilian low-cost airline GOL. The logo should keep its name's meaning.

Describe how you arrived at the final design
SMILES is the frequent flyer programme from the Brazilian low-cost airline GOL. The new brand effectively conveys the meaning of its name, “SMILES”. The redesigned smile has been revamped to bring the brand closer to consumers in a friendly and natural way. The new SMILES logo brand now comes in the orange colour and in an exciting font, making it more visible and attractive. Just as innovative and daring as GOL itself, the new brand identity communicates with all types of audiences.

Give some indication of how successful the outcome was in the market
The new brand identity communicates with all types of audiences, one of the goals of the project.